The Future of Footwear: How 3D & AR technology are reshaping the sneaker market
Published on 10/14/2025 by Yahong Zhang, Sabrina Khadivi
This article was updated in October 2025 by Sabrina KHADIVI
The rise of sneaker culture: how to stand out
The core challenge for brands is to stand out from the competition, and it is through experiences and more precisely digital ones.
This article breaks down the two essential technologies your brand needs to stand out: 3D Configurator and Virtual Try On.
You will also discover other digital tools that can help you achieve your goals such as digital twins and virtual photography.
The movement is getting so much attention that the world developed a term for enthusiasts that collect and trade sneakers - sneakerheads.
According to Statista, the global sneakers market was valued at $79 billion in 2020, and was expected to grow to $119.5 billion by 2026.
Solution 1: 3D Configurators That Turn Customers into Co-Designers
The sneaker culture was first considered a subculture of basketball players and fans. In time, it transformed into a fashion trend that entices high end brands to join the game and to create products that appeal to consumers with different backgrounds.
In this context, apart from athletic brands like Nike, Adidas, Puma and Reebok, heritage houses like Gucci, Louis Vuitton, Givenchy, Balenciaga and disruptors like Off-White, Supreme have all joined the game.
Nowadays, 3D sneaker customization has become a digital interactive tool that allows the customer to be put in the designer’s seat and to express themselves. The hyper-realistic 3D models are acting like digital twins (a perfect virtual replica of the physical sneaker), meaning that** your customers can see the product from every angle and see every texture. ** The difference between a standard product photo and an interactive product lies in the ability to be able to manipulate and experience the item, and with a digital twin, your customer can truly see it, by zooming on the stitches for instance, seeing it from different angles and lighting and even seeing the different textures properly. This tool can also be used to create stunning, photorealistic visuals for your website or social media thanks to virtual photography.
This system also significantly reduces returns and eliminates uncertainty while positioning your brand above your competitors as this establishes your credibility.
3D sneakers: Customization and personal expression
The ability to express oneself through style is a driving force behind sneakers. This is the reason why enabling consumers to create customized, one-of-kind sneakers is one of the industry’s most successful marketing techniques.
The first brand to offer a high level of customization to its audiences was Nike. Nike by You is a service that enables consumers to personalize sneakers. Launched in 2000, the program started off as an online feature, and has been implemented to over 100 in-store studios over time.
Users are able to purchase shoes through adding a personalized look and feel to it in terms of comfort, color and style.
The Nike ID program was rebranded in 2018 as Nike by You, to showcase the brand’s collaborative approach to design and to create a platform where Millennials and Generation Z members may express their individuality and senses of style. Kenzo uses 3D customization and visualization to better present their product and the concept of co-creation to clients._ Read more about our client projects here.
At Hapticmedia, we understand that 3D customization plays an important role in the marketing strategy for sneaker culture. Our project with Kenzo is able to offer an immersive experience where consumers can personalize and interact with the product.
Solution 2: Virtual Try On Shoes to boost your conversions
Virtual try-on technology enables customers to try on products using their camera equipped devices such as mobile phones. With the help of Augmented Reality, users may contextually visualize the item in which they are interested, interacting and confirming the style, the size and the fit before making a purchase.
Shopping, thus, becomes more fun and engaging, as it enables app users to discover and play with products, as well as to generate content for their social media.
The business impact is clear. In a recent project with a leading brand in the luxury footwear sector, the integration of our VTO technology resulted in a 30% increase in conversion rates and a significant reduction in product returns., which proves once again the importance of new technologies and in particular digital experiences.
Contact us: customization, visualization, virtual try on
Hapticmedia has over 15 years of expertise in immersive technologies including 3D visualization, customization and configuration, engraving, Augmented Reality, Virtual Try On, and is supported and covered by LVMH, Forbes, Les Echos, Le Point, BFMTV. Check here to see our client projects with Guerlain, Kenzo, Baume & Mercier, Baccarat or contact us now to see the visible improvement we will bring to you.
Sources
https://www.britannica.com/topic/Nike-Inc
https://jingdaily.com/why-are-sneakers-cooler-than-luxury-shoes-to-millennials/
https://jingdaily.com/sneakers-are-booming-in-china-heres-why-it-matters-for-luxury-brands/
https://fortune.com/2019/07/22/goat-new-sneaker-app-china/
https://en.giesswein.com/blogs/News/history-of-sneakers/
https://www.menshealth.com/style/g30690312/history-sneakers-evolution/?slide=12
https://insideretail.com.au/news/the-rise-of-sneaker-culture-201909
https://www.statista.com/statistics/294512/nike-s-dtc-revenue-worldwide/
https://www.tmz.com/2020/05/04/michael-jordan-adidas-nike-shoe-deal-last-dance/